Crompton Greaves Consumer Electricals has unveiled a new chapter in fan design with the launch of its latest campaign, Sculpted, Not Made. As part of this initiative, the company has introduced the Crompton Fluido Fans—a new range of elegantly sculpted, fluidic fans.
The new campaign brings Crompton’s vision to life through the lens of artistry. The Fluido range transforms the ordinary into a bold design statement. The new TVC, Sculpted Not Made, captures this story, showcasing the flowing forms of Fluido fans that convey a sense of movement even in stillness.
The newly released film, conceptualised by BBDO, captures the essence of craftsmanship and artistry, set in a sculptor’s studio. This 360-degree campaign will be launched on television and will further be amplified through various other mediums.
Speaking about the company’s latest campaign, Tanmay Prusty, CMO – Crompton Greaves Consumer Electricals, said, “At Crompton, we don’t begin with design—we begin with people: with how they live and what they truly value in the spaces they call home. Over the years, we’ve seen homes evolve into reflections of individual style and self-expression. As the leader in the fans category, we understood that the modern fan couldn’t remain just a ceiling utility—it had to evolve into something more personal. That’s exactly what led us to create Fluido. Every element—from its fluid curves inspired by nature’s flowing forms to its sculptural balance—has been thoughtfully crafted to make a bold statement. Along with the superior performance that Fluido delivers with our trusted Crompton engineering, it also reimagines the fan as a seamless part of the living space, one that adds character and elevates the room. Fluido reflects our design-first approach, where innovation meets artistry and intention shapes every detail. It’s more than a product—it’s how we envision the future of home décor. Our new campaign, ‘Sculpted, Not Made’, captures this vision beautifully, portraying Fluido not as an appliance, but as a piece of art designed to belong. As the category leader, we’re proud to once again raise the bar—not just for performance, but for design that truly connects with today’s lifestyle.”
Shruthi Subramaniam, Senior Creative Director, BBDO India said, “Our personal spaces are a reflection of our personality. We thoughtfully curate art for our walls. We tastefully pick carpets for our floors. But what about our ceilings? When we first saw Crompton’s stunning new Fluido range of fans, we knew it was a disruptor. Not just a category disruptor, but a design disruptor. The fans are simply stunning. I love how ceilings can now become the backdrop for impeccable taste.”
